Taylor Trevino
Assistant Advertising Manager OU Student Media
Best Sales Representative CNBAM 2014
personal statement Dear CNBAM Committee, I am immensely thankful for the opportunity to be named CNBAM’s Best Sales Representative. I would like to thank those reviewing my submission for their time and consideration. It is an honor to be considered for this distinguished award. When I began working for OU Student Media as an Associate Account Executive in January 2012, I never imagined the opportunities that would be presented to me. The idea of making a sale at the time seemed difficult and nearly impossible but by observing talented Senior Account Executives I began to see my own potential and my ability to connect with people. To me, being a great sales representative means more than knowing a product and having the ability to simply recite information to a client. My selling philosophy is about building meaningful relationships that are unlike a typical business connection. Clients mean more to me than a way to reach a sale’s goal; they are real people from whom I can learn. My purpose is to approach each client with sincere intentions and creative ideas so that their business will benefit from interacting with me. An important aspect of my selling philosophy is how I allow myself to be human. The idea of “being human” seems so simple but it is easy to obsess about speaking with perfection and maintaining a distance from clients as if they are somehow not human themselves. When I’m speaking with a client, I approach them with respect but also a relaxed sensibility. It is important to be able to laugh at yourself when you make a mistake or have one of those days where you can’t seem to speak fluidly. Everyone has those days. This makes sales that much more enjoyable because I am able to have comfortable conversation with clients and speak with them in a sociable manner. I believe another special characteristic is my ability and desire to go above and beyond my job description. On a daily basis, I am responsible for producing sales revenue as well as supervising sales and marketing staff. Although I could get-by doing only those things, it is more important to me that my clients feel satisfied with all aspects of their advertising experience, including creative. When a client requests that our designers create an advertisement, I make sure the client’s voice is heard. Since I am most familiar with my client’s goals, I usually work closely with the designers but on occasion, I have completed the artwork myself. Personalization is also a key feature of my philosophy. It is important to realize that not all publications or advertising outlets are appropriate for each client. If you flood a client with all advertising possibilities without taking into account the client identity and previous interactions with them, an account executive’s recommendations will not appear sincere. It is important to me that I give great consideration to each advertising opportunity before contacting clients. I want my clients to know they can trust me and my advertising recommendations. As I’ve said before, the job description may only define a sales position that aims meet a sales goal, but to me, this position is so much more than that. Sales should be about connections and people. We are serving people and directly impacting their business.
The skill of communication and being able to sell a product is not only reserved to client interaction. It is also useful in branding. At OU Student Media, I have led a branding initiative to better identify our organization to clients, but especially students on campus. Awareness of our organization on campus is helpful for both recruiting and creating loyal readers. I have used the valuable skills I have learned from working as an account executive, such as creativity and persuasion, to craft an effective message to students about what OU Student Media has to offer in work experience and publications. Overall, these last two years at OU Student Media have served as more than a place of work, but a second family. I have learned so much from my advisor and peers. As a senior, I feel more prepared to enter the “real world� than I would have been without this wonderful organization. The relationships I have made with clients and coworkers have left a lasting impression on me. Thank you again for your time and consideration.
Taylor Trevino OU Student Media Assistant Advertising Manager The University of Oklahoma
appendix contents Résumé Job Description Sales Records Personal Sales Revenue, Percent to Goal, Top Spenders and Business Growth New Accounts, Special Sections and Sales Representative Productivity Examples of Work Brown’s Shoe Fit Co.
American Campus Communities-University Greens
ESCAPE The Reserve on Stinson Leadership & Innovation Awards & Recognition
tt
TAYLOR TREVINO
2730 Chautauqua Ave. L 308 Norman, OK 73072 214.886.3153 • tay.trevino@gmail.com
profile
skills
Enthusiastic, resourceful & adaptable Excellent communication & leadership skills Naturally creative Able to balance multiple responsibilities
Advertising sales • Staff management • Promotions Social media marketing • Business correspondence Event planning • Creative
experience Assistant Advertising Manager OU Student Media
j u l y
2012 -
p r e s e n t
The University of Oklahoma • Norman, OK
Assist with training and hiring of new advertising staff Manage 65+ accounts by informing clients about new advertising opportunities in various publications (print and online), provide advertising recommendations and stay up-to-date about client events and business goals Create new and innovative marketing concepts for organization Hire marketing & promotion staff to fulfill client and organization branding initiatives Manage social media for organization, publications and advertising clients Sales revenue to date: $185,307
Associate Account Executive OU Student Media
jan
-
july
2012
The University of Oklahoma • Norman, OK
Responsible for building a relationship and contacting clients to reach sales goal
Technology: Adobe Photoshop & InDesign • Microsoft Word • Excel • Pre 1 SmartPublisher Research: MRI+ • SRDS • Marketer’s Guide to Media
awards & recognition Dean’s List • Fall 2012, Spring 2013, Fall 2013 President’s Honor Roll • Fall 2013 W.C. Vanderworth Award, OU Student Media • Spring 2012 Stacy Wehrenberg Memorial Adversity Scholarship • Spring 2013 Miller Scholarship, Gaylord College of Journalism and Mass Communication • Spring 2013 Nominated for College Newspaper Business and Advertising Managers Best Sales Representative of the Year • 2012 & 2013
activities Member At-Large, OU Student Media Publications Board • August 2012 - May 2013 Ad Club, University of Oklahoma
Prospected and secured 9 new clients
Philanthropy Event Coordinator, Alpha Gamma Delta • January - May 2012
Promoted to account executive prior to earning assistant advertising manager
Continuous Open Recruitment Coordinator, Alpha Gamma Delta • January - December 2011
Sales revenue during position: $23,093
education The University of Oklahoma • Graduate May 2014
Advertising, Gaylord College of Journalism and Mass Communication Sociology minor, College of Arts and Sciences
job description As an Account Executive, I am responsible for working a minimum of 20 hours per week. I am responsible for having thorough knowledge of the advertising rare card and each of my accounts. I report directly to the Associate Director of OU Student Media. I must also: Regularly call on new accounts, prepare proposals and make presentations to develop new regular clients
Make personal contact with entire client list to endure satisfaction with the AE’s customer service
Keep client’s informed upcoming special sections and other promotional opportunities
Attend weekly sales meetings
In addition to operating as an account executive, I also share responsibilities with the Advertising Manager position, as I was named OU Student Media’s first Assistant Advertising Manager in July 2012. As an Assistant Advertising Manager, I must also: Assist the Advertising Manager and Associate Director with sales staff supervision, hiring, and resolving any training, motivational, disciplinary or other issues with the sales staff
Assist with planning and coordination of regular daily advertising sales, special section, special publications and promotions
Focus on client relations, customer service and new business development
Hire and supervise marketing/promotions staff
Create innovative ideas for marketing/promoting of OU Student Media
I must serve as a role model for the entire advertising staff in all aspects of the job—knowledge of all publications, sales, organization, professionalism, morale and motivation.
sales records Personal Sales Revenue 2012
$83,391.12 (76 clients) $114,749.75 (48 clients)
2013
Business Growth
2012 2013 % increase American Campus Communities-University Greens $2,175 $5,687 161% Dallas County Community College District $1,912.50 $2,500 31% Interurban $80 $320 300% Lewis Jewelers $1,176 $3,660 211% O’Connell’s $1,033.60 $1,965 90% OU Alumni Association $3,127.50 $7,563 142% OU College of Education $1,110 $1,205.50 9% OU College of Liberal Studies $4,720 $5,440 15% OU School of Dance $175 $570 226% OU University Theatre $2,490 $5,990 141% OU Web Communications $1,077.50 $10,940 975% OUHSC Student Affairs $2,460 $2,722.50 11% The Reserve on Stinson $10,824.25 $20,329.50 88%
Top Spenders
The Reserve on Stinson OU Web Communications OU Parking and Transportation OU Alumni Association OU University Theatre
$20,329.50 $10,940 $9,106 $7,653 $5,990 $17,831
$17,349
$13,531
Goal $12,193
Jan.
Feb. March
April May
June
July
Revenue
$11,165
Aug.
Sept.
Oct.
Nov.
Dec.
sales records New Accounts
Special Sections
Brown’s Shoe Fit Co. $500 Center for Teaching & Learning in China $120 OU Biology Department $315 Oklahoma Foundation for Digestive Research $250 Pickens Auctions $216 The Falls at Brookhaven $180 West End Association $1,143
Back To School $2,340 Finals Week $1,511 HSC Sower $4,845 Sower $6,293 Living Guide $1,175 Inside The Huddle $3,522 ESCAPE $14,473 Norman Music Festival $545 Year In Review $4,658 8 for 5 $7,660 Total: $47,022
Sales Revenue Totals
(Compared to Other Account Executives)
Display Advertising
Me $61,413.25 59%
Online Advertising
Special Sections
Me $47,021.50 53%
Inserts
Me $2,465 28%
Me $3,850 88%
examples of work Brown’s Shoe Fit Co.
I acquired Brown’s Shoe Fit Co. in the summer of 2013. When I began researching the account, I discovered they had not run any form of advertising since 2007. I immediately made a meeting with the owner to discuss the reasons for not advertising and what I could do to improve their business. While meeting with the owner, Steve, he explained that their store did not seem to appeal to the college market, as it was known for their stock of orthopedic footwear. Steve was not interested in print due to past advertising and cost but was open to new recommendations. This is where the idea for social media marketing began. With my extensive knowledge of social media, I suggested that Steve should connect with both his existing clientele as well as reach college students. Facebook was the perfect platform for this. This idea was extremely appealing to Steve. As soon as he gave me the go, I went to work. I gathered a binder full of ideas, which included creative photo designs, seasonal trend posts and contest concepts. Steve was happy with each of these ideas and I recommended we begin with a contest to draw in more Facebook likes. Since it was the summer and he was looking for the attention of college students, a contest featuring Chacos seemed like the best fit. The contest asked that a person ‘like’ the Facebook page and share a photo I had put together for the contest. I also created an in-store promotion piece so that current customers would be conscious of the contest. Within the month that the contest ran, the page jumped from 10 to 130 likes. Even more exciting were the reviews that people began to write on the page and how many college students were now aware of Steve’s store. While continuing to post updates on Facebook for Brown’s Shoe Fit Co. and hosting other contests, I also made Steve aware of special advertising print promotions OU Student Media runs throughout the year at a much discounted price. Steve was pleased to participate in these print promotions and try our paper once again.
The seasons are finally changing and it is time to come to Brown’s Shoe Fit to get your fall and winter shoes! 405.329.1863 2427 W. Main Street, Norman, OK
examples of work American Campus Communities- University Greens
There is a competitive apartment and housing market at the University of Oklahoma. When I went to work for American Campus CommunitiesUniversity Greens apartment complex, they had not advertised consistently in over five years. I wanted to complete a personalized plan for them so that this complex would be more visible and appealing to students. After researching what the complex had to offer and having an initial meeting with the leasing manager on their current situation, I put together an advertising plan that included a semester contract for the daily paper, discounted promotional advertising space and a special publication dedicated to living in Norman. Once the plan was complete, I met with the leasing manager and explained each of these opportunities. She trusted that I was steering her in the right direction and signed all agreements. The semester contract was used to run one to two ads every week for the semester. This plan helped the complex fill all apartments by May. With the success of this plan, the leasing manager was happy to participate in our magazine publication during the summer, Sower, which is mailed to all incoming and transfer students. University Greens has since continued to regularly advertise and fulfill semester contracts for the daily paper as well as participate in special publications.
R AT E S A S LOW A S $ 39 9
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Great location. Shuttle to campus. Private bed & bath available. Fully furnished. Washer & dryer. Utilities included (up to a cap). Theater room. Free tanning. 24hr fitness center. Sand volleyball & basketball courts. Short-term leases available. Swimming pool with hot tub & sun deck.
apply online @ UGreens.com 2900 Oak Tree Ave | 405.292. 4044 Rates, fees and deadlines are subject to change. See office for details. Limited time only.
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examples of work ESCAPE
At the beginning of 2013, the Advertising Manager and myself saw a need for a publication that would draw in more attention from our college audience. We wanted a special publication that would match the interests and personality of many on campus. The idea for a weekender section started to form and after speaking with a talented features writer, our new publication, ESCAPE, was born. ESCAPE features magazine-style content such as movie reviews, the best apps to download, how-to sections, what to do on the weekend and much more. It is also in full color, which was a great incentive for our clients to participate in this section as well as a way to appeal to college students. When ESCAPE first began, we published it every other week to see the response on campus. Along with the print publication, we created Facebook, Twitter and Instagram accounts to further interact with our readers. We were happy to encounter an overwhelmingly positive response from students. Moving into the fall semester, we increased our publication dates for ESCAPE to print on a rotating schedule with another fall publication. With the addition of ESCAPE, this created even more opportunity for our clients.
The Reserve on Stinson
Sign a lease for 2013-2014 and LIVE FREE for one month! You choose the month, weʼll take care of the rent! Stop by and Tour an Apartment Today! Hurry, offer ends soon! ReserveStinson.com 730 Stinson St | Norman, OK 73072 | 405.310.6000
I have been the Account Executive for The Reserve on Stinson since May of 2012. When I acquired the account from a graduating senior, The Reserve had a semester contract setup to advertise in the daily paper through the fall semester. As we approached the spring of 2013, I wanted to create something special for them. The Reserve was the first account to sign an agreement to run in all issues of the new special publication, ESCAPE. In addition to running in ESCAPE, The Reserve also signed an annual contract for the daily paper. During the fall of 2013, The Reserve renewed their contract for ESCAPE. I am currently working with the account on new online and social media marketing plans. The Reserve had planned to reduce print expenses in all publications from the Norman area, but with the response they received from students for running in ESCAPE, The Reserve signed an agreement to continue to run in all issues for the next semester. THE
RIGHT CHOICE.
Everything you need and everything you want with a few extra surprises—ALL RIGHT HERE. • Fitness Center • Sparkling Pool & Hot Tub • Computer Lab • Tanning Dome • Basketball Court • Community Grills • Exciting Social Events • Private Bathrooms • Individual Leases • Sand Volleyball Court • Extended Cable
Check out more floor plans online!
www.ReserveStinson.com C Facebook.com/ReserveOnStinson | C ReserveStinson
730 Stinson Street | Norman, OK 73072
405.310.6000
• Shuttle to Campus • 24/7 Maintenance
leadership & innovation When I earned the position of Assistant Advertising Manager, I was able to sit in on many meetings that helped broaden my knowledge of our organization. From this, I realized we were in great need of a marketing/promotions department that would help brand both OU Student Media and the publications we produce. In the past OU Student Media has had marketing individuals to distribute papers on campus, but I wanted a team who could implement marketing plans the included events, contests and social media interaction. My director allowed me to begin interviewing people and before I knew it we had our small but willing team assembled. In the time since our team has begun working, we have printed promotional products to distribute during campus events, hosted open houses for OU Student Media, created a creative and information display on campus and visited many classes to speak about opportunities at our organization. The marketing team is also available to accommodate clients with distribution of promotional materials. We are always looking for opportunities that will benefit both our clients and OU Student Media. Advertising trades have helped us promote and grow our followers on social media while also promoting a business. We have already done this a few times in the short year we have had this team. Thanks to the marketing team, more people also look forward to reading publications, especially ESCAPE, since they hand-distribute it on campus every day that it publishes. I work to motivate our team to continually come up with new and fun ideas to further brand OU Student Media as a whole as well as publications. Each week, the team submits 5 new ideas to me regarding some form of marketing. Some of these great ideas have been implemented and grown our following on campus. I also thought it was important that OU Student Media get more involved on campus so that students would better recognize who we are and what we do. In the fall of 2013, I decided Homecoming would be the perfect event to participate in since it is a huge experience at the University of Oklahoma that many organizations partake in. OU Student Media had never participated before, so I acted as our representative and united all of our departments, which include the newsroom, yearbook and advertising. We participated in portions of Homecoming Week such as the board, banner and chalking contests. The overall theme of Homecoming was “Drawn Together by Tradition,” so our subtheme was The Avengers. The designs for each of these were created and voted on by all staffs. We all worked together to complete each element. Participating in Homecoming brought all departments together and helped our exposure on campus.
student [m]edia
OPEN HOUSE IN
COPELAND HALL
Sep. 4 Sep. 6 4 - 6 PM
1 - 3 PM
• Reporting • Photography • Design • • Multimedia Production • • Advertising Sales • Editing • Marketing • Student Media is a department within OU’s division of Student Affairs. The University of Oklahoma is an equal opportunity institution.
awards and recognitions At the end of each year, OU Student Media holds a banquet to celebrate students from all departments. I have been fortunate to win scholarships the past two years for both my leadership ability and perseverance through life.
W.C. Vanderworth Scholarship The W.C. Vanderworth scholarship is awarded to a student from any department based on outstanding contributions to OU Student Media. I was extremely honored to receive this award and scholarship as only a sophomore at the time. It was great to see that my hard work was certainly paying off.
Stacy Wehrenberg Memorial Adversity Scholarship In October of 2012, we lost our amazing business manager, Stacy Wehrenberg, to cancer. It was an extremely difficult time, and our office is still working to pick up the pieces, as she was the glue that kept us together. In the spring of 2013, her husband, Michael, who also works for OU Student Media, established a scholarship for our students in her name. This award is special not only for whom it honors, but that it also recognizes a student who has persevered through adversity. With happiness, but also a heavy heart, I was grateful to be the first student to receive this scholarship.